Toyota was the highest-ranked auto company among the overall Top 100, positioned at No. 8, two places down from 2008 and 2007. Mercedes-Benz was No. 11 overall in 2008 and had been No. 10 in 2007 but dropped to No. 12 this year. Honda, however, did better, moving from No. 20 in 2008 to No. 18 this year. Hyundai also saw an improvement in overall ranking, going from No. 72 in 2008 to No. 69.
The survey’s summary includes brand values and reflecting the effects of the downturn in the auto industry, the brand values of all the automakers fell. Toyota’s brand value was calculated at US$31.3 billion, 8% down from what it was worth in 2008. Likewise, Mercedes-Benz also had its brand value lowered by 7% to US$23.9 billion. Among the top 10 in the auto sector, Ford Motor Company’s brand value fell the most, by 12% to US$7 billion.
Other auto-related brands among the Top 100 were Harley-Davidson (73), BP (83), Shell (92) and Lexus (96).
For those interested, the Top three Global Brands were Coca-Cola, IBM and Microsoft, respectively, all of which held the same rankings as in 2008. Coca-Cola’s brand value was estimated at US$68.7 billion, over double that of Toyota’s.
Visit the Interbrand website to view the full Top 100 list.
Source : Motor Trader